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Social media has both positive and negative impacts on brand loyalty. It allows brands to reach a wide audience, interact with customers in real-time, and showcase their personality and values. However, it also exposes brands to negative comments, reviews, and controversies that can damage their reputation if not addressed promptly. Brands that prioritize authenticity and customer engagement on social media are more likely to have a strong bond with their followers. Hello today and welcome to the xLoyal Podcast, today we're going to talk about social media. Social media's impact. The question today is to be or not to be in social media. How brand loyalty is affected by social media. To really get in deep about this is to ask, social media undoubtedly has an influence on brand loyalty in both a positive and negative aspect, depending on how it is utilized in my opinion. Here are some ways that I feel social media can impact brand loyalty, I'm going to give a quick example first. For example, the Apple product. Apple does a strategic way of how they promote their technology on social media, their engagement that you have to have an Apple product, you have to have the Apple set up, you have to have all that and they're able to do that with their social media presence. So I feel that undoubtedly, I feel like it can affect you both in a positive and negative aspect, but that's just my personal connection to that situation. I feel that throughout social media that the social media platforms offer brands an opportunity to reach a vast audience. Because the internet is at almost everyone's access nowadays, especially in the states, you're now able to see more brands and that gives you more access to reach more target audiences, increase your visibility, and reach a larger pool of potential customers. So it's very amazing at that. Also social media allows brands to interact directly with customers in real time. That comes back to the customer engagement. You're able to respond to inquiries, adjust concerns, and acknowledge feedback properly. You weren't able to do that back in the day, but social media has now impacted that vastly. So that also gives you a sense of connection with that brand now established and also loyalty among your followers. So you'll be looking to go back to that brand. And most importantly, brand personality. Social media offers brands to have platforms to showcase their personalities and values. They're able to do this through the engaging content, storytelling, and giving behind the scene glimpses of their brands. Brands can now humanize themselves and create an emotional connection with people just by using social media. But there's also negative sides to it as well. While social media can be a powerful tool to building brand loyalty, it also exposes you to the risk of being seen in a negative light publicly. Negative comments, negative reviews, or controversies can quickly spread among social media platforms potentially damaging your brand's reputation and loyalty if not addressed promptly and appropriately. For example, Kanye had a tweet that ultimately caused him to get dropped by Adidas because they just did not share the same views. And that ultimately ruined his brand reputation for that quarter of sales, but he eventually got it back up. But it just shows you how social media can bring also a positive and a negative impact. Brands that prioritize showing authenticity and having customer engagement in the social media are most likely to be able to have a strong bond and fan base among their followers.